Definition: Influencing a thought.
There are 4 types of thoughts we’re trying to influence:
1: “Too good to be true”
4: Do Nothing
Narrative Control is a way to push past these 4 thoughts.
Here is an example of a Negative thought. We know shoppers hate newsletter popups. Most close the popup before even reading the message. This means even if your offer is beneficial most will miss it. That’s a problem.
Narrative Control to the rescue. In this example, the user is being offered a 12% discount. Most will instinctively rush to the (x) button without reading the details:
Imagine if we added a message like this for people who clicked (x):
We’re using Narrative Control by letting shoppers know that if they close this popup, they won’t be able to receive the discount offer again. Now shoppers have a choice to make: close the popup and never see the offer again or take the offer. What do you think they will choose?
Like this idea?
This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.